Becoming a company your customers can depend on is more than just selling high-quality vegetables; it’s about building a brand customers can rely upon again and again. Fresh produce is a highly competitive space, and while potatoes, carrots, and onions may seem interchangeable, the truth is that not all farms operate the same way—and the only way to communicate that differentiation is through reliable branding.
For Gwillimdale Farms, this is exactly what drove the decision to refresh its brand. In a conversation with Kshama Joshi, Marketing Manager, she peels back the curtain on why the supplier’s way of growing, handling, and delivering its vegetables makes all the Difference. Anne Allen says “It’s often a big decision to update one part of a brand’s image, let alone updating all of it! What were some of the factors that spurred this strategy?”
Kshama Joshi, Marketing Manager, Gwillimdale Farms: “Gwillimdale Farms’ decision to invest in its brand image was driven by its commitment to growth, innovation, and stronger connections with customers. In a competitive market where, at the end of the day, a potato is a potato, branding is what sets a company apart”
We wanted to better communicate the quality, freshness, and reliability of our products. With consumers and retailers having countless options, it’s not just about growing great vegetables—it’s about ensuring customers recognize and trust the Gwillimdale name. We understand that while produce may be similar across brands, our commitment to quality, consistency, and sustainability is what truly differentiates us in a crowded market.
“prioritizing both functionality and sustainability, the refreshed brand identity reflects Gwillimdale Farms’ commitment to meeting the evolving needs of today’s customers.” – Kshama Joshi
Anne Allen says “Let’s speak to that a little bit more. What are some of the differentiating elements of the new packaging and brand assets?”
KJ: The updated design features bold colors, clear labeling, and product-specific imagery, making it easier for consumers to recognize and trust the brand. A focus on eco-friendly packaging ensures reduced waste while maintaining product quality and freshness. By prioritizing both functionality and sustainability, the refreshed brand identity reflects Gwillimdale Farms’ commitment to meeting the evolving needs of today’s customers. Our brand upgrade is about bridging that gap—helping customers understand why Gwillimdale’s produce is the better choice. With sustainability at the forefront, we’re giving customers more than just high-quality vegetables; we’re providing them with a brand they can feel good about supporting.
AA: How would you say this brand upgrade reflects your continued commitment to your retail and foodservice partners?
KJ: This brand upgrade allows us to connect more effectively with our customers, highlight what makes our products superior, and meet the evolving needs of the market. Customers are evolving, and we’re evolving with them. Whether it’s ensuring more sustainable packaging, offering better traceability, or consistently delivering superior produce, our brand upgrade reflects how we listen to and adapt to the needs of the people we serve.
AA: One aspect of Gwillimdale’s strategy is to focus on digital storytelling. How does this tie into the company’s future plans for growth?
KJ: It helps us connect with consumers, retailers, and industry partners in a more engaging and meaningful way. We have completely redesigned our website to provide a more user-friendly experience, offering deeper insights into our products, farming practices, and sustainability initiatives. Additionally, we’ve revamped our entire social media presence, creating a fresh, cohesive look that better reflects our brand Identiy. Through enhanced digital campaigns, interactive content, and behind-the-scenes storytelling, we aim to educate and inspire our audience while reinforcing trust in our brand. Digital storytelling is a vital part of our strategy moving forward.. It’s about more than just sharing our products; it’s about telling the story of our farm, our values, and our dedication to quality in every piece of content we create.
AA: Are there any plans on the horizon you’re able to tease for our readership?
KJ: As we continue to grow, digital storytelling will remain at the heart of how we share our journey, highlight our commitment to quality, and differentiate ourselves in a competitive market. We are also exploring new initiatives, such as expanding our school programs and farm-to-table partnerships, launching seasonal product campaigns, and enhancing our sustainable farming practices to reduce our environmental impact. As a storyteller, I know that gaining the trust of a consumer is similar to crafting the perfect first sentence. If you’re lucky, it will hook your reader; if not, it could turn them away, perhaps for good. As Gwillimdale Farms perfects its craft, I know its brand will remain a trusted source for years to come.
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